CREATIVE INNOVATION. and the evolution of digital channels

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2 CREATIVE INNOVATION and the evolution of digital channels

3 pinterest.com/gregmac/digital-day

4 ABOUT ME 15 years in the industry Background in pure-play digital Passion for creative innovation Creative Director, Ogilvy group ODD London

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6 ABOUT ODD BRAND ENGAGEMENT Advertising Identity design Brand launches Brand relaunches Brand guardianship DIGITAL ENGAGEMENT Digital campaigns Content creation Mobile apps Facebook apps Online advertising RETAIL ENGAGEMENT Visual merchandising Window & POS design Digital touch points Customer engagement Event curation & production UNDERPINNED BY STRATEGIC INSIGHT & PLANNING

7 ABOUT ODD

8 CREATIVE INNOVATION and the evolution of digital channels

9 SUMMARY Digital & creativity Responsive digital Digital & brands Inventive digital

10 DIGITAL & CREATIVITY Technology and the ideas process

11 CHANGE IS A CONSTANT

12 DIGITAL

13 BANNERS WEBSITES S

14 BANNERS WEBSITES S NFC TWITTER PINTEREST TUMBLR FACEBOOK OUTDOOR DISPLAY IN APP DISPLAY APP CREATION BRANDED CONTENT SHOPPABLE VIDEO E COMMS PROJECTION MAPPING INTERNET OF THINGS SNAPCHAT SHORTFORM VIDEO

15 A fundamental rule in technology says that whatever can be done will be done Andrew Grove, founder of IBM and Time Magazine s Man of the Year 1997

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18 TECHNOLOGY IDEAS

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20 TECHNOLOGY IDEAS

21 DATA

22 RESPONSIVE INVENTIVE

23 RESPONSIVE DIGITAL Reacting in real time to spark conversation

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41 DIGITAL & BRANDS Purpose, relevance, honesty

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43 PURPOSE

44 VALUE PURPOSE

45 RELEVANCE TO CHANNEL VALUE PURPOSE

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51 RELEVANCE TO CHANNEL VALUE PURPOSE

52 AUTHENTIC & CONTINUOUS BRAND STORY RELEVANCE TO CHANNEL VALUE PURPOSE

53 CONTENT

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55 THE CASE FOR CHANGE Increased distribution of creativity through increased connectivity Ideas and stories can come from anywhere Distribution of technology means that message and technology are often intertwined

56 CREATIVE EXCELLENCE > CONTENT EXCELLENCE Create ideas that are so contagious they cannot be controlled, that provoke conversations and actions. Liquid & Linked

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59 HONESTY

60 Ed McCabe said: I have a theory that comes from the smoking era... Suppose you need a light. If you walk up to someone on a busy street and say, Excuse me sir, I don t want to be a nuisance, but I wonder if I could bother you for a moment? they re gone. But if you come right out and say, Got a match? you get your light. When asked about today s advertising, Mr. McCabe referred to the broad use of social networking, and he stressed that the objective of advertising is to sell a product. Right now we have a situation where ad agencies are screwing around, trying to embrace technologies that they don t quite understand, trying to prove they are with it, he said. The world is full of these people dancing from foot to foot, but there aren t many of us coming up and saying, Got a match? davetrott.co.uk

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64 RESPONSIVE INVENTIVE

65 INVENTIVE DIGITAL Embracing limitations and pushing boundaries

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68 Sometimes it s enough to look at someone and know exactly what they mean, Yo is also a word that means nothing. The context brings the meaning. Because Yo means nothing, it could mean anything. It s stupid but it s beautiful at the same time.

69 Provides any person, business or web service direct access to the notifications tray of your smartphone Example uses: Citibike availability in Manhatten Yo your laptop to unlock it Missiles in Israel Twitter = once described as too simplistic

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75 CHANGE IS A CONSTANT

76 Ideas inspired by technology Technology inspired by ideas

77 The really good idea is always traceable back quite a long way, often to a not very good idea which sparked off another idea that was only slightly better, which somebody else misunderstood in such a way that they then said something which was really rather interesting.

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79 pinterest.com/gregmac/digital-day

80 CREATIVE INNOVATION and the evolution of digital channels